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Aurora Fashions continues European roll out

Fashion group Aurora has continued the European roll out of its with websites in Sweden and the Netherlands going live.

The owner of Coast, Oasis and Warehouse originally launched the site,, in Germany, the US and Australia. The website is a “one-stop-shop” for all three brands, which allows customers to shop using one basket and combined checkout.

It will follow this expansion with sites in France and Spain later this year. This expansion marks the first entry into these countries for Oasis and Warehouse and is being used to gauge market demand before any decision is made on future physical presence.

Aurora said the launches in Germany, the US and Australia had exceeded expectations, with sales in Germany increasing fivefold. Traffic and conversion rates have quadrupled across all territories, through the localisation of site content, introduction of local payment methods and customer services.

Chief executive Mike Shearwood said: “Our online-only approach is proving very successful in many countries, allowing us to capture and grow market share without the need for a physical presence. 

“This next phase in our international strategy further cements Aurora’s position as a true omnichannel retailer, in which we strive to identify the best fit approach for each market.”

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